Macallan Unveils Two New Limited Time Interactive Experiences to Celebrate the Launch of The Harmony Smooth Arabica

CONTENT: Yiew Kai Jie

Inspired by the Ethiopia’s Arabica coffee bean, the fourth and highly anticipated release in its Harmony series, The Macallan Smooth Arabica will launch from now until 28 February 2023, at its main pop-up at Singapore Changi Airport Terminal 3 Departure Hall! Travellers departing from Singapore to their next destination will be part of the privileged few to learn more about the brand’s sustainability journey at the pop-up, an immersive retail space built from repurposed materials.

The Harmony Collection Smooth Arabica was curated by none other than The Macallan Whisky Maker Steven Bremner, who immersed himself in the art of coffee, by hosting a masterclass with five world renowned coffee experts at The Macallan Estate. Drawing inspiration from the Arabica coffee bean from Ethiopia, also known as the birthplace of coffee, Steven selected a combination of American and European oak casks to achieve the distinctive notes offered by the single malt. This combination showcases the flavours of a gently spiced and soft americano, which come through at an ABV of 40% and can be paired with coffee to provide a new way to savour The Macallan. Just like its predecessor, The Harmony Collection explores The Macallan’s future packaging journey, with each release featuring distinctive hybrid packaging that incorporates organic by-products such as discarded coffee bean husks and gives them new life.

The pop-up will also feature an interactive augmented reality (AR) experience to engage consumers and teach them more about the flavour profile and scent of the Smooth Arabica. Travellers can also walk away with a personalised bag of coffee beans that complements the tasting experience of Smooth Arabica.

In addition, the airport pop-up will also feature a comprehensive range of exceptional single malts from the brand’s travel retail exclusive range and selected limited-release whisky expressions from Macallan.

“There is a rich storytelling behind the Smooth Arabica, where the worlds of coffee and whisky meet and blend together perfectly. We are thrilled to share this journey with our consumers, and to bring them through an unforgettable experience where they will learn more about the creation of the Smooth Arabica in an exciting and engaging manner. We hope that by attending either of these experiential pop-ups, they will gain a deeper understanding and appreciation of coffee and whisky.” said Jeremy Speirs, the Regional Managing Director, Edrington Global Travel Retail.

The Harmony Collection Smooth Arabica retails at S$263 and is only available at Lotte Duty Free in Singapore Changi Airport while stocks last.